In the world of wedding and elopement photography, where emotions run high and memories are cherished forever, your pricing page isn’t just about numbers—it’s a reflection of your brand, your artistry, and the experience you offer. While refining your marketing strategies and website design can take time, there are a few key tips I have for creating a pricing page that convert – and I’m so stoked to be sharing them with you today!
What is a pricing page?
A pricing page is an identifiable page that is on your website, that the mass audience can see. The purpose of the pricing page is so that your potential clients can see your pricing. This can be a starting price, or some photographers decide to put all of their packages for transparency.
However, the pricing page is so much more than just some numbers on a page. My pricing page is the second most visited page on my website after my homepage. That tells me that most visitors are passing over my about me section and my portfolio. If you want to sell without being salesy, then you have to show your value on your pricing page before you show the numbers.
Ask yourself questions like…
- What’s important to my ideal client avatar?
- How will they know if I’m the right photographer for them?
- What information are they needing from me to make a decision?
- How can I get them excited to inquire?
Ultimately the entire goal of your pricing page is to get them interested and excited enough to inquire.
Key Elements for an Elopement Photography Pricing Page
- Make it visually appealing
- Engage with strong copy
- MAKE IT EASY
- Include starting prices
- Give CTA – in multiple places
1. Make it visually appealing
We’re photographers, of course we want our website to be visually stunning, that’s a no-brainer. But it’s more than just throwing in some epic photos and calling it a day. Making your pricing page (and website in general) visually appealing is paramount to capturing potential clients’ attention and guiding them seamlessly through the decision-making process. Here are a few ways to do that:
- Compelling Imagery. Begin by showcasing your best work right at the top of your pricing page. Include images that not only highlight your technical skill but also convey the emotions and stories behind each shot. Show REAL photos (not just styled shoots) and work that you feel is consistent with your current shooting style! And only photos that you want to document.
- Consistent Branding. Ensure that the design elements on your pricing page align with your overall brand aesthetic. Use colors, fonts, and imagery that are consistent with your website and portfolio. This creates a cohesive and professional look, instilling confidence in potential clients that they’re in the hands of a reliable and trustworthy photographer. It’s so worth it to invest in a website + brand designer!
- Clear and Intuitive Layout. Keep the layout of your pricing page clean and easy to navigate. Present information in a logical order, starting with your most popular packages or services at the forefront. Use headings, bullet points, and spacing to break up text and make it easier for visitors to digest the information.
Remember, your pricing page is often the final touchpoint before a potential client makes a decision, so invest the time and effort into making it as visually appealing and impactful as possible. By presenting your offerings in a visually compelling way, you not only capture attention but also convey the value and quality of your services, ultimately increasing the likelihood of converting visitors into paying clients.
2. Engage with strong copy
While captivating visuals are crucial for grabbing attention, engaging with strong copy is equally essential for guiding potential clients through the decision-making process on your elopement photography pricing page. Your copy should not only inform visitors about your services and pricing but also evoke emotion, build trust, and compel action. Here are some strategies to help you craft compelling copy that resonates with your audience:
- Tell Your Story. Start by introducing yourself and sharing your journey as an elopement photographer. What inspires you? What sets your approach apart? Personal anecdotes and insights into your creative process can help establish a connection with visitors and showcase your passion for what you do.
- What are you going to do for them? We often think we are the hero of the story. But if you’ve ready Story Brand, you’ll know that we are just their guide. THEY are the hero of the story. So we need to just show them how we are going to guide them into their best day.
- Highlight Benefits, Not Just Features. Instead of simply listing the features of each package, focus on the benefits that clients will experience. How will your photography services enhance their elopement experience?
- Address Common Questions. Anticipate any concerns that visitors may have about pricing or booking your services, and address them directly in your copy. Whether it’s offering flexible payment plans, highlighting your satisfaction guarantee, or showcasing testimonials from satisfied clients, reassure visitors that they’re making the right choice by choosing you as their photographer. If you can answer their most pressing concerns BEFORE they inquire – that can save everyone a lot of time!
By combining captivating visuals with compelling copy, you can create a pricing page that not only attracts attention but also effectively communicates the value of your photography services. And then Ideally motivates visitors to take the next step towards booking with you. Remember to keep your messaging clear, concise, and tailored to resonate with your target audience. Which ultimately driving conversions and growing your photography business.
3. MAKE IT EASY
Put yourself in your client’s shoes for a sec – they’re wedding/elopement planning, probably feeling stressed, and overwhelmed. Who knows how many photographer’s websites and pricing pages they’ve already looked at. The last thing they want is to have to put in more time and effort into finding your pricing and understanding how to book you. Make it as easy as possible. Give next steps. CLEARLY communicate how to book you and be up front about what you offer! That way, when they inquire with you as their photographer they are ready to book knowing what you offer.
Your pricing page should not only be visually appealing/engaging but also easy to navigate and understand. Potential clients should be able to find the information they need quickly and intuitively, without any unnecessary barriers or confusion.
Here’s how you can ensure your pricing page is easy to use:
- Clear Pricing Structure. Start by presenting your pricing honestly and easily. Avoid overwhelming visitors with too many options or unnecessary details. At least include your starting prices, so couples can decide if you’re in budget.
- Streamlined Inquiry Process. Make it easy for visitors to get in touch with you to inquire about your services or request more information. Include a prominent call-to-action button or contact form on your pricing page that directs visitors to engage.
- Mobile Optimization. Ensure your pricing page is optimized for mobile devices, as many visitors may be browsing from smartphones or tablets. Test your page on various devices and screen sizes to ensure that it displays correctly and remains easy to navigate regardless of the device used.
Keep the user experience at the forefront of your design decisions, and check your website traffic regularly! Luckily website builders and hosts make it super easy to edit/update everything! Check out Showit or WordPress for the best website-building experience!
5. Give CTA – in multiple places
A well-crafted pricing page for elopement photographers isn’t just about displaying prices and services—it’s about guiding visitors towards taking action and ultimately booking your services. Incorporating clear and compelling Calls-to-Action (CTAs) throughout your pricing page is crucial for encouraging conversions and making it easy for potential clients to engage with you. Here’s how you can strategically place CTAs in multiple places to drive action:
- Above the Fold: Start by placing a prominent CTA above the fold, which refers to the portion of the page that is visible without scrolling. This CTA should be concise, enticing, and clearly communicate the desired action, such as “Book Now,” “Inquire Today,” or “Get Started.” Use contrasting colors and a compelling message to make the CTA stand out and capture visitors’ attention immediately.
- Throughout Package Descriptions: Include CTAs within each package description to prompt visitors to learn more or take the next step. For example, after outlining the benefits of a particular package, use a CTA like “View Full Details” or “Explore This Package.” This encourages visitors to dive deeper into the specifics of each offering and increases their likelihood of converting.
- At the End of Pricing Options: After presenting all your pricing options, include a CTA that encourages visitors to take the next step towards booking. This could be a button that says “Contact Us for Custom Packages,” “Schedule a Consultation,” or “Request Pricing Details.” Make it easy for visitors to reach out and initiate a conversation about their elopement photography needs.
By incorporating CTAs in multiple places throughout your pricing page, you create multiple opportunities for visitors to engage with your offerings and take the desired action. Remember to keep your CTAs clear, compelling, and aligned with the overall messaging and goals of your elopement photography business.
Leveraging Client Experiences to Boost Conversions
Testimonials and Social Proof go a longgg way in building trust with potential clients!! Show off how you serve your couples, include behind the scenes footage of previous elopements, reels, Tik Toks, anything to give a glimpse into what it looks like to work with you. And then market the heck out of your positive client experience reviews!! (If you’re not asking for reviews from past clients – get on that!!) Being able to see real reviews will boost your legitimacy in the eyes of your potential clients and build trust in the booking process. It’s easy to just have a ton of pretty pictures, but having real references from people who’s booked you? That’s gold.
Read up on Why Business Reviews Matter and How to Write them!
Speaking of client experience, share what it’s like to work with you and what you offer – but don’t add in any fluff! Solidify your workflow and be sure and actually follow through with the things you say you offer! DO NOT oversell yourself with a client experience you’re not prepared to follow up with once they book! If your client experience isn’t top notch now, I highly recommend diving into that during your slow season as an elopement photographer to be ready when those inquiries start flowing!
Fine-Tuning Your Pricing Page for Maximum Conversion Rates
Analyzing data is an essential step in optimizing your elopement photography pricing page for maximum conversions. Utilizing tools like Google Analytics for website traffic tracking enables you to gain valuable insights into visitor behavior. Things such as how long visitors stay on your pricing page, your site speed, and where they drop off in the conversion process. Also using SEO tools like Ubersuggest to do research on your keywords is crucial in any marketing strategy!
By regularly reviewing your website data, and checking in on your Keyword ranking, you can identify areas for improvement. Things such as adjusting pricing tiers, refining messaging, rewording your copy for better SEO reach, or optimizing CTAs. Updating based on data-driven decisions allows you to continuously enhance your pricing page’s effectiveness, ultimately leading to more traffic, higher conversion rates and greater success in attracting and booking clients for your photography services!
Getting Help with Creating your Pricing Page
Creating a pricing page for your wedding or elopement photography services doesn’t have to be a daunting task. While it’s important to ensure clarity, engagement, and ease of use, you don’t have to navigate this process alone. Consider hiring an elopement photography mentor or coach who specializes in pricing strategy for photographers.
A mentor can provide invaluable guidance, share industry insights, and help you craft a pricing page that not only reflects the value of your services but also resonates with your target audience. With the right support, you can create a pricing page that converts visitors into clients seamlessly, ultimately driving the success of your photography business!
xx Kelsey
